Since the media support was so powerful, the creative solution, in term of creative message, has been to introduce the campaign logo, Join the Water Challenge, in the Water Supply register lid. In this case the creative solution was the media support itself and using the Register lid as a media for the first time has been the way that we have obtained additional media coverage of the campaign.

Cost of 1 unit of urban media times 365 days: Earnings in free publicity for 5,000 Register Lids per year: €26 million For 75 years (lifetime of Register Lid = €1950 million€2 million earnings in free publicity in media: TV & Press (Local and National)